At a product launch, the new item is usually small, a bottle, a piece of jewelry, an appliance, and it has to be seen among everything else already in the store. A giant flower solves that question of scale: it catches the eye from a distance and hands that attention over to the product, in the window, on the counter or at the launch event.
For Floratta Blue Crystal, a perfume by O Boticário, a Brazilian perfume and beauty chain, holographic organza petals seemed to float in the window and shifted from blue to lilac depending on the angle. The launch started in 45 stores, moved on to the concept stores in São Paulo and reached the streets in six outdoor windows. For Pink Peônia, a perfume by the Brazilian brand Eudora, a magenta peony in Italian crepe paper opens around the bottle, as if it had been born from the flower. And for Orquídea Lumière, also by O Boticário, the giant orchids left the studio in the collection's exact shade of pink, with no variation from one piece to the next.
In New York, a jewelry store launched a ruby collection behind a giant red rose with gold details that made people stop on the sidewalk. Maria Dolores, a Brazilian jewelry brand, turned its campaign rose into a monumental flower on a suspended stem. At the opening of Fiore Milano, an Italian shoe store in the Jardins district of São Paulo, black organza flowers gave the facade a dramatic backdrop. And at the launch of Brastemp's Retrô mini fridges, from the Brazilian appliance brand, flowers on stands and scenic cacti with black outlines created a garden that looked like a comic book.
In every product launch, the piece is born from the campaign: the color of the packaging, the name of the perfume, the date of the window change. That's why the flower never competes with the product. It leads the eye straight to it.
